1) Northwest Airlines applied
mathematical models to determine which customers in its database were
currently responsible for most of its profitability and which customers were
not currently profitable but had similar characteristics to the most
profitable customers. Northwest Airlines utilized _____ to identify these
customers.
A.
computer programming
B.
data warehousing
C.
customer relationships management
D.
data mining
2) Minute Maid sees research
as the fundamental first step in any business decision, and it created
proprietary methods for conducting research. At what level of the hierarchy
of business decision makers does Minute Maid operate?
A.
Top tier
B.
Middle tier
C.
Base tier
D.
Foundation tier
3) Which of the following
questions is considered first when discussing a management dilemma?
A.
How can management eliminate
negative symptoms?
B.
What does the manager need to know
to choose the best alternative from the available sources of action?
C.
What is the recommended course of
action?
D.
What symptoms cause management concern?
4) The goal of ethics in
research is to _____.
A.
ensure that no one is harmed
B.
protect researchers from legal
liability
C.
identify what behavior is
appropriate
D.
ensure research sponsors fulfill
their legal obligations
5) _____ occurs when the
participants are told only part of the truth or when the truth is fully
compromised.
A.
Coercion
B.
Deception
C.
Informed consent
D.
Debriefing
6) The process of stating the
basic dilemma and then developing other questions by progressively breaking
down the original question into more specific ones is called the _____.
A.
research question
B.
management-research question hierarchy
C.
management dilemma
D.
management question
7) The fundamental weakness in
the research process is _____.
A.
incorrectly defining the research question
B.
identifying a flawed sampling frame
C.
misdefining the target population
D.
failing to identify all relevant
secondary information
8) Which type of management
question asks what do we want to achieve?
A.
Choice of purpose
B.
Evaluation of solutions
C.
Troubleshooting
D.
Control
9) In the Southeast, the
potato chip market share held by the Lays brand is 46%. This is an example of
_____.
A.
a research question
B.
a descriptive hypothesis
C.
a relational hypothesis
D.
an explanatory hypothesis
10) An increase in hours of
television viewing leads to increases in the sales of snack foods. This is an
example of a _____.
A.
research question
B.
descriptive hypothesis
C.
correlational hypothesis
D.
causal hypothesis
11) To be categorized as a
customer, an individual must have a history of shopping at the establishment
at least twice before the start of the study with expenditures of more than
$10. This is an example of _____.
A.
a hypothetical construct
B.
a conceptual scheme
C.
an operational definition
D.
a dictionary definition
12) James is entering data on
client gender. Because the values entered reflect male or female, this
variable is _____.
A.
discrete
B.
dichotomous
C.
continuous
D.
ratio-scaled
13) Which variable in an
experiment is the variable expected to be affected by the manipulation?
A.
Dependent variable
B.
Extraneous variable
C.
Moderating variable
D.
Independent variable
14) Qualitative research seeks
to _____ theory while quantitative research _____ it.
A.
examine; interprets
B.
build; tests
C.
test; understands
D.
apply; builds
15) Which of the following is
true of quantitative research?
A.
It uses a nonprobability sampling
method
B.
Results are generalizable
C.
Data analysis is ongoing during the
project
D.
Sample sizes are generally small
16) The use of a control group
in experimentation _____.
A.
provides for the manipulation of
the independent variable
B.
serves as a comparison to assess the manipulation
C.
minimizes the cost of
experimentation
D.
allows for discovery of the average
effect of the independent variable in different situations
17) What is the first step in
conducting an experiment?
A.
Specify the level(s) of the
treatment
B.
Choose the experimental design
C.
Control the experimental
environment
D.
Select relevant variables
18) Data originating from
studies that are conducted by others and created for a purpose different from
the purpose of the study for which the data are being reviewed are called
_____ data.
A.
primary
B.
secondary
C.
quantitative
D.
statistical
19) The goal of a formal study
is to _____.
A.
discover future research tasks
B.
expand understanding of a topic
C.
test hypotheses
D.
provide insight
20) A _____ scale is a scale
that scores an object or property without making a direct comparison to
another object or property.
A.
ranking
B.
rating
C.
categorization
D.
sorting
21) What type of data is
produced by simple category scales?
A.
Nominal
B.
Ordinal
C.
Interval
D.
Ratio
22) _____ is the extent to
which a measurement tool actually measures what we wish to measure.
A.
Reliability
B.
Validity
C.
Practicality
D.
Significance
23) The list of elements in a
population from which the sample is drawn is known as the _____.
A.
sampling frame
B.
population extent
C.
database
D.
sampling base
24) The process of ensuring
the accuracy of data and their conversion from raw form into classified forms
appropriate for analysis is called _____.
A.
coding
B.
data entry
C.
data preparation
D.
data measurement
25) _____ involves assigning
numbers or other symbols to answers so that the responses can be grouped into
a limited number of categories.
A.
Editing
B.
Data entry
C.
Coding
D.
Measurement
26) The standard error of the
estimate is a type of measure of _____.
A.
central tendency
B.
accuracy
C.
significance
D.
standard deviation
27) _____ are summary
descriptors of variables of interest in the population.
A.
Sample statistics
B.
Population parameters
C.
Systematic estimates
D.
Standard errors
28) The measure of deviation
from the mean such that cases stretch toward one tail or the other is called
_____.
A.
kurtosis
B.
platykurtic
C.
skewness
D.
ku
29) Which of the research
questions/hypotheses below is best answered using cross-tabulations?
A.
What percentage of men and women prefer Brand A over Brand B?
B.
What percentage of residents shop
at the local grocery store?
C.
Is brand loyalty related to brand
image?
D.
What happens to sales when prices
drop?
30) If a difference is not
caused only by random sampling fluctuations, it is said to have _____.
Solution: RES351 Final exam